Marketing Insights: Evolution of User Behavior on Social Media
Last week my clients and I explored the evolution of social media and its influence on global communication and business trends. Many clients reflected on their changing engagement patterns, recognizing shifts in how these platforms have impacted their lives over the past 5 years. This week, we take a deeper dive into the history of social media, its cultural dimensions, and the future of connection in an increasingly AI-driven world.
What is Social Media, and Why Is It Evolving?
It's safe to say anyone who owns a phone or works in marketing knows what social media is; heck, you're literally on social media right now! But what about the social media you were on 20 or even 30 years ago? Today's platforms are a shell of what they once were and continue to change as user preferences, trends, features and technology evolve. Let's review:
1970s-1990s:
The advent of the internet brought about online communication forums, chat websites and message boards. Above all else, it seems that emails and online message systems such as Microsoft teams, will remain an integral part of social media.
2000 - 2010:
I consider this time to be the 'unfiltered' age of the internet. Many internet based companies, never before seen to the world, emerged during this period and shaped the modern age of social connection and advertising. While companies like Facebook, YouTube and LinkedIn are still around, the use and functionality of these platforms is almost unrecognizable to its original form. However, their presence remains a core part of the social media ecosystems (of the West).
2010 - 2020:
An integrated, omnipresence of brands on social media was truly pioneered during this phase of system development. While many influencers came to great fame and fortune, brands experimented with a variety of strategies to build stronger personal connections through brand ambassadors. This gave way to the rise in short-form content, streaming and real-time connectivity.
2020's:
As we have hit the mid-point of this decade, it's clear the trends of social media have veered further from its origins. The rise of live-commerce, faceless influencing and AI have changed the face of social media as we know it.
The New Age of Social Media
Our discussions were largely centered around three observable social media trends that became more prevalent in 2024.
1. AI generated content:
As AI technology continues to improve, it may become harder to identify what's been created by an actual person vs an AI system. While both brands and influencers alike continue to explore how they can leverage these tools for content creation, companies like The Clueless have already honed in on opportunities in the market: AI generated influencers. The firm's biggest success so far has been with Aitana Lopez, an AI generated model with an incredibly convincing back story, making the bot seem like an actual person.
A critical question emerged during our discussions:
What is “social” about following AI-generated influencers?
2. CGI generated content:
Taking raw footage and overlaying computer generated images (CGI) on popular landmarks was a popular trend for brand promotion in 2024. Throughout the year, social media users in Germany saw many brands use the Brandenburg Gate in Berlin for brand promotion. While it's an interesting approach, clients observed that these ads were seen not because they followed the brand page, but rather through suggested posts or ads which came up on their feed. Though the ads caught their attention, there wasn't a strong need to engage with the ad itself.
Clients reflected on a key question:
Do CGI ads prompt engagement as a user?
3. Screen Fatigue and Oversaturation:
Screen fatigue occurs after spending an excessive amount of staring at a screen. Studies have indicated that users are spending an average of 6 hours per day staring at a screen.
Clients were asked to share their opinion on screentime and most mentioned that it would be nice to cut back on mindless scrolling in 2025. This might be easier said than done considering the uptick in vertical video, shorts, reels, and TikTok, perfectly formatted to grab attention and keep users coming back for more. A study by GWI found that roughly 50% of users discovered a brand or product while on social media.
Social clubs like 'Offline Club' in the Netherlands have recently come about as a way to encourage reconnection to the local community in an offline setting. It is likely offline social clubs could grow in popularity as users seek other avenues of social interaction.
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Highlights From Client Discussions
Though social media began as a way to connect with people, this complex ecosystem of platforms have given way to questions regarding authenticity, privacy, and its impact on society.
The overwhelming sentiment from last week’s reflections is that social media is no longer about connection—it has become a space dominated by marketing, product promotion, and random information consumption. Many clients observed:
While these tools are valuable for brands, their human connection is often perceived as hollow. Clients shared diverse perspectives during our discussions. While some see social media as a tool for global connection and business growth, others view it as a space where genuine human interaction is declining. These conversations highlighted the importance of balancing innovation with authenticity.
Future Challenges for Brands
Social media habits are changing. Many users are reluctant to post personal updates or engage with friends. Instead, they consume curated content, often questioning its authenticity. For brands, this shift poses significant challenges:
Social media has become a critical tool for personal and professional interactions. Its ability to connect people across borders and industries provides opportunities for growth, collaboration, and innovation. However, navigating the challenges of authenticity, privacy, and content saturation will define its role in the future.
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Engaging with my clients on the evolution of social media and its global implications propagates discussion on the misalignment of brand strategy and story telling and user preferences. While many clients were happy to take a more passive role on social media, the interest and purpose of social media by definition is further from its original intention: foster social connectivity between your friends and family in an online setting. These discussions enrich our sessions, equipping clients with the tools to navigate communication challenges in international markets.
Stay tuned for more perspectives on global trends and their impact on communication and business strategies.
Join the Conversation:
Reflect on your own social media use. How has your relationship with these platforms evolved? How do you foresee leveraging social media for professional or personal growth in the coming years?
Leave your thoughts in the comments!
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